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How Do You Sell When Your Competitor's Price is Lower?

Mike Switzer
Mike Switzer

  A lot has changed in the world of business since the Great Recession.  For example, there seems to be more price sensitivity among consumers than ever before.  If you are a salesperson, how do you respond to this, especially when you find out that your competitor’s price is lower than yours?

Mike Switzer interviews Bill McCrary, founder and CEO of Sandler Training South Carolina, a Columbia-based professional services firm that specializes in leadership and sales force development.

After almost 20 years, Mike Switzer retired from Wells Fargo Securities in 2001 as Senior Vice President/Investment Officer and Certified Portfolio Manager. In 1999, he and his wife, Maggie, purchased and operated for eight years the Baskin Robbins ice cream store on Forest Drive in Columbia. They grew the store from a bottom-tier operation in the Baskin Robbins franchise system to one in the top 5% nationwide within three years, tripling sales along the way. While operating the ice cream store, Mike and Maggie received patents for a portable ice cream sink and fold-down sneezeguard they invented and in 2002 started Magnolia Carts, an ice cream cart manufacturing company, which they sold in 2013.